INVESTIGATION ON THE RELATIONSHIP BETWEEN CUSTOMER EMOTIONS AND CUSTOMER SATISFACTION-LOYALTY AND EASINESS AFTER SALE: A FIELD STUDY WITH HIGH SCHOOL STUDENTS

Abstract

Author(s): Ertu?rul KARAKAYA

Recently, it has been argued that customers do not decide solely depend on rational reasons, but also emotions are influential in customer decisions in the field of marketing. Despite the fact that human is a being with emotions, there are few studies on emotions and its effects in the local marketing literature. In this study, scientific studies about emotions and results are examined first. Then the relationships between emotions and customer satisfaction, loyalty and post-purchase perceptions are tested for the intercity transport sector with the help of primary data obtained from the students. As a result of the research, it is seen that positive feelings are related positively with customer satisfaction, loyalty and after purchase easiness and negative feelings are related negatively with these related variables. Finally, the results of the research are interpreted, compared with previous studies and recommendations for businesses are being developed.

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